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Friday, December 13, 2013

'Releasing records without prior announcement' is the new 'putting a record onto the torrents, pretending it's leaked, making a fuss, and then "bringing forward" the "original release date" in line with the marketing plan'.

Yes, this is a 'visual album' which you might want to see as an astonishing new development in music, or else something that Thomas Dolby did in 1994 with The Gate To The Minds Eye.

It's fair to say that while the world is thrilled to have a new Beyonce album, and impressed at the idea of lobbing the thing out when it's ready, rather than running a long build-up campaign, the "visual album" aspect is going down like a high concept in a low crowd.

Here's how Beyonce describes it:

"I see music," Beyonce said in a video announcing the album on her Facebook page, dubbed "Self-Titled, Part 1." “It’s more than just what I hear. When I’m connected to something, I immediately see a visual or a series of images that are tied to a feeling or an emotion, a memory from my childhood, thoughts about life, my dreams or my fantasies. And they’re all connected to the music.”

CMU's Andy Malt was unimpressed:

In the PR, Beyoncé talks about the experience of listening to music triggering images in her mind tied to memories, emotions and dreams.

There is a possibility that Beyonce has rushed this one out because she was feeling uncomfortable at the prospect of six months of marketing meeetings where everyone else in the room tried not to snicker as she outlined her vision.